Tag Archives: greenwashing

Green marketing has never been more popular, but not all green claims are created equal. Businesses are increasingly cognizant of the value of socially and ethically conscious consumers. Between 2007 and 2009, the in-store availability of ‘green’ products has increased between 40% and 176%. Globally, the market for sustainable products and services is worth US$550 billion per year and this number is expected to …

There is widespread interest in green products and entrepreneurs are increasingly eager to reap the benefits. This abbreviated case study reviews some of the challenges associated with green start-ups, it is also a cautionary tale for those seeking to profit from the rising tide of green consumerism. The client in this case study changed my firm’s consultation process, so from our perspective, this is Client Zero. In the spring …